Apple is facing backlash over its ‘tone deaf’ iPad Pro ad from celebrities and fans

Apple’s latest iPad Pro commercial isn’t working as Apple hoped. Figures like Hugh Grant, Justine Bateman, and other creatives and Apple fans are criticizing the ad for being “tone deaf.”

Apple unveiled its new iPad Pro series at their ‘Let Loose’ event, and they also released a commercial showing off the new tablets. The new iPad Pro is Apple’s thinnest device yet, but the company’s attempt to promote its capabilities and new thin form factor may have missed the mark with its intended audience.

The ad shows a hydraulic press, similar to those all over TikTok, gradually descending on objects such as musical instruments, colors, balloons and sculptures. As the hydraulic press crushes everything in its wake, the new iPad Pro emerges in all its glory.

Tim Cook praised the ad and the tablet on But the internet didn’t quite agree with him.

Among the many fans and celebrities criticizing Apple for the ad are Hugh Grant and Justine Bateman. Grant wrote in an X-post in which the ad shows “the destruction of the human experience.” Bateman, an outspoken anti-AI activist, wrote, “Really, what’s wrong with you?” I quote Cook’s message.

Pete Woods, a comic artist who has worked on comic books like Deadpool, called the Apple ad “tone deaf” and noted that there is “nothing new” about the new iPad that will allow them to “create better than previous versions.”

Emmy-winning Handmaid’s Tale director Reed Morano wasn’t happy either. “Hey @tim_cook READ THE ROOM, BRO. CUZ THIS SH*T IS ACTUALLY PSYCHOTIC,” he wrote.

Computer scientist and essayist Paul Graham noted that “Steve (Apple founder Steve Jobs) wouldn’t have sent that ad. It would have hurt him too much to see.” X user @Hidarino_Machi replied to Tim Cook’s post saying: “You have destroyed all of people’s creative tools and efforts. Worst. Advertisement. Ever.”

Dexerto analyzed the overall sentiment of X users worldwide and found more than 32,000 negative posts about the iPad Pro following the release of the new commercial. However, the product also managed to rack up more than 52,000 positive posts, with evangelists praising the new M4 chip and the thinness of the device.